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With its CEO out, Old Navy needs to go back to basics

Dawn Robertson's is the latest head to roll over at Gap (GPS), today stepping down as president of budget clothing brand, Old Navy,

Dawn Robertson’s is the latest head to roll over at Gap (GPS), today stepping down as president of budget clothing brand, Old Navy, “by mutual decision”, according to the AP.

It’s been a rocky few years for Gap, which doesn’t seem to have adapted very well to the new global brand environment. It’s undergone a series of management reshuffles (Paul Pressler stood down as Gap CEO just over a year ago; Old Navy’s innovation champion Ivy Ross also left in Jan ‘07). But as Gap’s flagship store and offering have continued to less than wow consumers, Old Navy has become even less differentiated in the marketplace. Despite seemingly ubiquitous holiday advertising touting its cheap, cheap wares, same-store sales for Old Navy were down by 5% in its most recent quarter.